How to Use Ecommerce Product Videos to Engage and Convert (+ Examples)
February 24, 2022
In today’s digital world, there’s nothing like video when creating content that works for your business.Consumers are increasingly looking for rich, engaging content to provide both information and entertainment.
According to Hubspot, 91% of marketers believe the recent pandemic has made video more important in digital marketing.
Ecommerce professionals can use video content in a number of ways, from product pages and social media acquisition to email newsletters and online ads.
The numbers don’t lie, across the board video has been proven to boost conversion rates.
Video can increase consumer comprehension
Wyzowl found that 94% of marketers say video has helped them increase understanding of product or service, and 96% of consumers have watched an explainer video to learn more about a product or service.
Using a video can help ensure that customer expectations have been met before they hit the buy button.
In-house vs. outsourced product videos
When it comes to creating video content, the sky’s the limit—or rather, your budget and capabilities.
You can choose to produce in-house or outsource your video creation to a service or agency that specializes in video production.
In-house video: Costs and considerations
If you want to oversee your video creators, make videos in-house. This ensures the producers have first-hand knowledge of the products and the company.
Going this route, you’ll need to invest in equipment and training for your existing team or hire a videographer or other in-house professional to manage the work.
If you’re ready to DIY it, at minimum, you’ll need to purchase equipment to shoot video that looks professional.
This includes, but is not limited to:
Editing software such as Final Cut Pro, Adobe Premiere, etc.
The overall cost of purchasing this equipment can range significantly, depending on the brands and quality of products you purchase.
A good ballpark would be at least a few hundred to a few thousand dollars.
And, if you don’t have someone in-house who can manage video creation, expect to invest in recruitment and a salary for a professional.
According to Payscale.com, the average base salary for in-house videographers is about $46k USD, but this can vary based on skills, experience, and the scope of the work required.
Hiring an in-house professional to manage your video needs can be a cost-effective strategy for merchants with many products or who need lots of product videos created and often.
Outsourced video: Costs and considerations
If you want to tap into a team of experts and don’t have time to hire and train someone in-house, outsource your video creation.
If you decide to outsource video creation, choose a company based on your goals: Do you want something more affordable, or do you want access to top experts?
You’ll need to research and meet with service providers/agencies, obtain quotes, and then choose a company to work with.
This can be a time-consuming initiative, followed by a number of steps in the video production, from the discovery to the creative brief, scriptwriting, storyboarding, rough cut, edits, and final delivery.
Product reviews from influencers and content creators can lend credibility to your brand, especially if the reviewer is well-respected in your category.
For example, skincare YouTubers review different beauty products on their channels.
Those videos can then be used (with permission) or sponsored to create goodwill and trust and provide social proof.
6. Expert interviews
Interviews are a great way to get your brand’s leadership, vision, and mission in front of your customers.
Add a video of an expert from your company being interviewed about why they created the product, the thought that went into it, and other highlights that shoppers can eat up.
Alternatively, you could also interview an industry expert about the need for the product and how your product solves a problem.
Video styles to explore for product marketing
Now that you know some of the common types of videos you could create for your ecommerce needs, you should also think outside the box with different or atypical video styles.
Stop-motion videos are fun, quirky, and an effective way to capture attention.
Stop-motion animation is a filmmaking technique whereby objects within a frame are physically manipulated in small increments between individually photographed frames to give the illusion of start-stop movement.
Think Gumby or Fantastic Mr. Fox.
These short, product-focused videos tell a story visually, without voice-over or sound required.
An unboxing video can be a fun and unique way to demonstrate your product to potential consumers.
These tend to perform best on product pages or organic social media.
Testimonial or demo video
Type the words “how to” into YouTube, and you’ll be bombarded with hundreds of thousands of videos promising to teach you everything from how to set your thermostat to how to use a particular beauty tool.
Similarly, testimonial-style videos (e.g., XYZ Store Haul) are becoming popular and can be featured everywhere, from product pages to your social media platforms and digital ads.
Just as written reviews and star ratings promote your products to potential buyers, real customer testimonial videos can instill trust and inspire purchases.
6 product video examples that we’re loving
There are so many great product videos out there, but to give you an idea of what really works, we’ve put together a list of six of our favorites.
Each does its own thing really well, covering various types of product video.
Best simple product video: Patagonia Men’s PowSlayer Bibs
This video is relatively short (under two minutes) and demonstrates the product’s features in a clear, clean way.
There’s nothing flashy or distracting—just the model, the product, and easy-to-understand language in the voice-over.
This is a great utilitarian product video that perfectly matches the Patagonia brand: minimal and trustworthy.
Most colorful stop-motion video: Sephora’s Sugar Beauty
From rich images to beautiful videos, including a mesmerizing display of the razor gliding along ribbon, the brand does a great job of drawing you in.
Their explainer video (further down the page) is equally dynamic, marrying animation, product features, and a speaker to create a short, but well-rounded introduction to both the brand and the product.
The minute you arrive on the Daring homepage, it’s there: tantalizing plant-based chicken in lively motion to tease your tastebuds and make you wish it’s dinner time.
There’s no sound or caption, but you know exactly what you’re viewing thanks to expertly displayed branding and bright presentation.
The “all in one” video: Solo Stove Bonfire
This is a product demo, an explainer video, and a brand positioning vid all rolled into one.
The Solo Stove Bonfire combines storytelling with product showcasing to create an enticing all-in-one video that can be used on any channel: homepage, product page, social media, and paid advertising.
Product video best practices
Before you dive into creating your video, make sure to abide by these best practices to get the most bang for your buck.
Shoot videos regularly
If you thought video production was a one-and-done occurrence, think again.
By regularly creating new videos, you can incorporate trends over time and stay top-of-mind with customers.
Be sure to highlight any new product features or improvements at the time of launch too!
Invest time in a great video
If you’re going to invest financial resources into creating videos, don’t do it halfway or rush it through.
Give yourself adequate time and plan ahead for your videos, establishing goals and measuring success.
Your brand is the single most critical piece of your business, and staying on-brand across all content is imperative.
Keep colors, language, music style, intros, and any additional graphics consistent with your brand in all videos.
Tip: Don’t forget to update your videos as your brand evolves.
Share and amplify
Was an influencer a part of your most recent explainer video?
Be sure to send them the final video and tag them in all your social shares to ensure they can push the content to their network.
Get the right equipment
If your video isn’t well-lit, shot with a high-resolution camera, and sound isn’t captured with a microphone, you’re missing the mark.
Use every tool in your toolbox to produce top-quality videos every time.
Consider mobile shoppers
Make sure your videos are mobile-friendly, sized appropriately, and can be consumed with or without audio to get their full effect.
If the video has a voice-over, include closed captioning as well so consumers can read along (and also to be inclusive and accessible to those who are hearing impaired).
How to incorporate product videos into your ecommerce marketing
From demos to DIYs, video marketing can introduce your brand to new users and keep current customers coming back for more.
Here are a few ideas of what kind of videos to make and when.
1. Product demos
Product demonstrations are incredibly helpful customer resources to add to your online store.
Zappos is a great example of this. Someone will introduce the product, name the key features, and then model the product or show how it’s used.
They publish these videos on their YouTube channel, as well as on their store.
There are two benefits to this: Remote hosting can drive traffic from YouTube to your store, whereas private hosting ensures your videos aren’t reliant on a third-party service like YouTube.
When shopping online, it’s hard for shoppers to visualize a product in their life. Seeing it with a real person helps them decide whether or not it’s what they’re looking for. Video marketing is very powerful here.
Remember, while including measurements is helpful, they are still abstract. Video of a product with a person helps shoppers better visualize those details.
2. Company culture
Another great use of video is to showcase your company’s culture. These videos can be published on your social media pages or your website’s About Us page.
KoMarketing does a good job of this on its Instagram profile.
The marketing agency regularly features employee events, like a field day or catered lunches, on its channel.
Here’s a video the team did showcasing fun games they held for National Donut Day.
Then, write up or outsource an episode recap that can be published on your website’s blog with links to mentioned products and resources.
Where to share your ecommerce videos
Now that you’ve created great video content, you might be wondering how best to employ it in your ecommerce marketing efforts.
This can be done in a number of ways, including:
Newsletter: Include videos in newsletters to boost click-through rates and add interest.
Organic social media: From TikTok to YouTube, Facebook, and Instagram, video content can be shared on your organic social media channels to boost engagement and attract customers.
Homepage: Showcase best-selling products or host your explainer video to shine the spotlight on your brand by including video on your website homepage or storefront.
Search ads: Video is an effective medium for paid digital advertising on third-party sites, such as via Google or retargeting. These videos backlink to your product page for ease of consumer shopping.
Social ads: Pay for placement across social media platforms like Facebook and Instagram to repurpose videos into social ads. Like other paid digital advertising, these ads can link back to your product page to make it easy for consumers to shop.
Product pages: Let your customers see the product in action while they peruse your product page to boost their confidence and increase conversion rates. Try placing video first and photos and text later to up video views.
Product video creation and editing tools
There’s no shortage of video creation and editing tools.
From apps like VidYard that make it easy to record videos, to iMovie for Mac users who want to edit clips, the hardest part of finding these tools is simply wading through them all.
Luckily, we’ve done the legwork for you.
A 5-in-1 reflectoris the most important item to have on a video product shoot. These nifty and inexpensive multi-tools diffuse, reflect, flag, and absorb light while also serving as a makeshift background if needed.
Use a softboxto eradicate harsh light, soften shadows, and eliminate visual distractions when photographing and recording products.
A macro lens is a must-have to get close to your product and showcase all of its details. The most popular macro lens is a 100mm f/2.8, which is perfect for shooting small objects. This one clips right onto your smartphone.
The second-most important item for shooting video? A tripod! This piece of equipment keeps your video stable and smooth. No shaky hands here.
Backgroundscan be built for next to nothing with a clean white sheet and some elbow grease to rig it up—or you can purchase product photography backdrops with stands for a small fee.
A clean and simple background allows your product to shine and removes any distractions from frame.
Finally, video editing software can help you create compelling marketing videos that look super professional. Check out our roundup of the 27 best video editing apps for your ecommerce marketing.
Elevate your brand and buyer experience with product videos
Ecommerce product videos are an excellent way to engage, educate, and retain shoppers.
When done well, video marketing can transform your entire website or product page and how consumers interact with it.
Use the tips and advice we’ve provided to test out adding videos to your strategy.
Rachel is a remote marketing manager with a background in building scalable content engines. She creates content that wins customers for B2B eCommerce companies like MyFBAPrep, Shogun, and more. In the past, she has scaled organic acquisition efforts for companies like Deliverr and Skubana.